As the music festival Spring Festival Gala advertising is so unexpected, what secret behind this? Sohu science and technology, yes, eight sisters today or for the Spring Festival Gala advertising. Today to eight sister had eight hundred and eighteen LETV Gala advertising. Everyone knows, cutting, music as before spend more than 70 million yuan bid for the Spring Festival Gala advertising, at that time eight sisters silently broke fingers for half a day, thinking, this is how much money?. At that time, estimated that many people including eight elder sister, thought that the rich, such as music, advertising must be estimated, LETV mobile phone beef cattle, bang bang stick like dazzling music as television advertising. But who knows, eight sisters last night looked at a few eyes advertising, people else this advertisement is really unexpected. First of all, there is no cell phone, no television, no entity selling goods. Secondly, it was Zhang Yimou, Guo Jingming and Jia Yueting themselves. Finally, with the identity of each line and sparse, and music as the overall image, and the picture is comparable to large. Then, eight sisters and looked at Jia Yueting’s micro-blog, micro-blog put forward the full version of advertising (CCTV advertising is cut version), interested children’s shoes can go to see. Want to see the video alone children’s shoes, you can go to the bottom left corner of the text "read the original" view. Put a few more pictures, and let’s feel it. The overall look, compared with millet, Meizu what advertising, music and they are not a dan. Millet, Meizu is the art, music is the way. Millet, Meizu is still emphasizing products, and music has been emphasized in the ecological. In addition, from the music as the advertisement can also be seen, in 2016, the content, IP is the focus of music as the force, but also one of the advantages of music as well. What about Mao? First look at the appearance of several people, Zhang Yimou, Guo Jingming and Liu Jianhong, all the well-known director, writer, director, choose their appearance, on the one hand is certainly due to popularity, attract the audience, on the other hand, on behalf of their content, but the music, the core advantage of IP. Zhang Yimou and Guo Jingming are the pillars of music pictures. Before, the music film has announced the new film plan in 2016, will launch 40 major movies and more than 30 of the network drama. Among them, in the 40 films, Zhang Yimou’s new film "the Great Wall" and Guo Jingming’s "Duke trace" were attracted much attention because of the star studded. Zhang Yimou’s "the Great Wall" investment amounted to US $135 million, and the name of a Sino US co production, to conquer the global market under the banner of. And Guo Jingming with the "small age" series successfully attracted the young group after 90, "Jue trace" may also become the works expected after 90. It is worth noting that, as the film music scores in 2015 is very attractive, the investment made two viewing oratorio "Mi month biography" and "Princess promotion", launched the "time", "nine layer" demon tower and other films, the box office is also good. In the music as the Spring Festival Gala advertising, music film occupy a large proportion, which shows the music as the internal music as the affirmation of the film, in 2016 has been music as the focus of the film. In addition to music film, music as music.

乐视春晚广告如此出人意料,这背后有啥秘密?-搜狐科技   是的,八姐今天还是要来说春晚广告了。今天要来八一八出乎八姐意料的乐视的春晚广告。   大家都知道伐,乐视之前花了超过7000万元的天价中标了春晚广告,当时八姐就默默地掰着手指算了半天,心想,这是多少钱啊。而当时,估计包括八姐在内的很多人都以为,有钱如乐视嘛,估计投放的广告肯定就是,乐视手机牛牛牛,乐视电视棒棒棒之类的炫目广告。但谁知道呢,八姐昨晚看了瞄了几眼广告,人家这个广告还真心是出乎意料啊。   首先,没有手机,没有电视,没有任何实体在售商品。   其次,出镜的居然是张艺谋、郭敬明和贾跃亭本人。   最后,台词洗炼,切合每个人身份和乐视整体形象,而且画面媲美大片。   然后,八姐又翻看了贾跃亭的微博,他微博里提出了广告的完整版(央视广告是删减版),有兴趣的童鞋可以去看看。想要单独看视频的童鞋,可以去文末左下角的“阅读原文”查看。      再放几张图,大家感受一下下。            整体看起来,与小米、魅族神马的广告相比,乐视和他们不是一个段位的。小米、魅族是术,乐视是道。小米、魅族还在强调产品,而乐视已经在强调生态。   另外,从乐视的广告中也可以看出,在2016年,内容、ip是乐视发力的重点,也是乐视的优势之一。   为毛这么说呢?先来看看出镜的这几人,张艺谋、郭敬明和刘建宏,都是知名的导演、作家、主持人,选择他们出镜,一方面肯定是出于知名度、吸引观众的原因,另一方面,他们可是乐视内容、IP优势最核心的代表呐。   张艺谋和郭敬明是乐视影业的台柱子。之前,乐视影业曾公布了2016年新片计划,将推出40部大电影和30部以上的网剧。而其中,在40部电影中,张艺谋新片《长城》和郭敬明导演的《爵迹》因为群星云集而备受关注。张艺谋的《长城》投资达1.35亿美元,众星云集,而且打着中美合拍、征服全球市场的旗号。而郭敬明则凭借《小时代》系列成功吸引了90后年轻群体,《爵迹》也可能成为90后期待的作品。         值得注意的是,乐视影业在2015年的成绩很诱人,投资制作了两部收视神剧《芈月传》和《太子妃升职记》,推出了《小时代》、《九层妖塔》等电影,票房也不错。   在乐视的春晚广告中,乐视影业占据了很大的比重这表明了乐视内部对乐视影业的肯定,2016年已将乐视影业作为重点。   除了乐视影业外,乐视体育也是其内容的另一个优势,而选择由刘建宏出镜乐视体育也很适合。   至此,张艺谋、郭敬明、刘建宏所代表的乐视影业和体育共同构建了乐视的优势内容图谱。而最后出镜的贾跃亭则直接点题,“一意孤行的我们,向更美的生态世界前进“、“世界向东,我们向西”、“乐视,让我们共享生态世界”。   当然,有的盆友要说了,在春晚打这种广告划不划得来呢?毕竟春晚的广告群体太庞大了,也太复杂了,让守在电视机前的三四线城市甚至农村大爷大妈们,看这样的广告,是不是有点装逼呢?是不是还不如直接上个手机、电视广告来得效果直接呢?   但是,八姐要说的是,这可能就是乐视想向全国人民传达的信息――乐视不仅仅是一家电视公司、手机公司、到处投资的公司甚至炒股公司,而是一家想要构建覆盖“平台+内容+终端+应用”完整生态的互联网公司。   而这种对于整体国民认知的改变,短期来看,似乎没有以销售为导向的效果体现,不过呢,润物细无声呐。当大爷大妈、三四线城市乃至农村用户在选择手机、电视乃至汽车时,可能都会想到,哎呦,买个乐视其实也不错,大牌子,还有各种不错的片子看。这就够了。与此同时,对于90后乃至00的用户来说,在买手机、电视等产品,可能也会想到这个乐视广告,说不定会想到,哎呦,乐视还是挺叛逆、挺特立独行的嘛,可以一试。再说不定,炒股时,也会有中国大妈想到,乐视这支股票还可以啊,都是生态了,买点应该可以吧。   罗马非一日建成的。品牌认知的传递也不是单凭一支广告就可以完成的。但,乐视选择了春晚这样一个爆点时刻,显然,是一个还不错的契机。   这就是乐视的野心吧。相关的主题文章: